Today, Benefit proudly is the #1 Brow Brand Worldwide, with one brow product sold every 2 seconds. Since 1976, Benefit has been at the forefront of making beauty radically feel-good with inventive solutions that pack a punch and serve a smile, with iconic products such as Benetint, The POREfessional Primer, and BADGal BANG! Mascara. The Benefit Cosmetics loyalty program, Benefit Loves, is supported by Antavo’s technology. It’s a free loyalty program where members can collect hearts. Behind the scenes, the program utilises custom-tailored content and a dynamic array of gamification elements including rewards, surveys, challenges, prize wheels, and product reviews.
If you are interested in an inside look into the glamorous loyalty program of Benefit Cosmetics, download our detailed case study.
Launching an International Loyalty Program to Better Engage With Customers
Benefit was looking to increase the lifetime value of its customers through emotional loyalty. They wanted customers to spend more time with the brand and have a positive experience by doing so. On top of that, creating an app-focused loyalty program was a main priority for the company. They recognised the power of on-the-go engagement and thus wanted to be part of the life of the smartphone-wielding generation. This meant that they needed a loyalty platform that had a strong array of omnichannel features, especially for mobile devices.
Lastly, since Benefit wanted to build a genuine connection with customers, they realised that their loyalty program needed to go beyond rewarding purchases and instead recognise members for all brand-related activity, be it big or small. Therefore their technology needed to reflect this ideal and be able to support non-transactional use cases.
Benefit Loves: Capturing Member’s Hearts With Personalisation
Powered by Antavo’s loyalty technology, Benefit Loves is a free rewards program. After downloading the app, new members can instantly start earning “hearts” for a variety of actions such as shopping at Benefit boutiques or making online purchases. Every £ spent equals one heart
Members also earn rewards for non-transactional actions like downloading the app for the first, referring a friend, or booking a beauty service. The company is also running surprise & delight birthday campaigns that yield members bonus hearts, alongside a mystery gift.
Building an Experience-Driven Reward System
Benefit Loves is built with customers in mind, making shopping accessible for all and providing an easily on-the-go treatment booking system. Customers get a bespoke and completely personalised experience and have a chance to enter regular competitions and win prizes. In addition, they can also earn badges, like the Bene-BFF, for actively participating in the program.
In exchange for hearts, bespoke rewards are available including free products, mini treatments, and beauty masterclasses, as well as access to VIP events, exclusive previews, and early access to sales. The tailored experiences help Benefit connect with their customer’s bespoke shopping habits and improve loyalty rewards.
Reaching Out to the Smartphone Generation
Benefit’s loyalty program, Benefit Loves, is available through an app, which provides a new channel for new and existing customers to interact and discover the membership program in the palm of their hands even while on the go. Boosting customer satisfaction and connecting with their customers, by rewarding them with every interaction and engagement within the app.
One of the key features enhancing user experience is the ability to dynamically adjust content visibility through Antavo’s segmentation capabilities. This ensures that members receive personalised content tailored to their preferences and behaviours.
In addition, Antavo’s customisation modules empower Benefit Cosmetics to configure the mobile application details without the need for developer involvement. Additionally, Antavo has implemented an in-store solution allowing physical rewards, such as products or treatments, to be marked as used.
Capturing the Hearts of Customers
Results of Benefit Loves show that members enjoy watching their “hearts stack” and the offers of the beauty rewards program:
- 20.3k+ members have enrolled in the loyalty app in the first 9 months
- 80% of engagement comes from members between 20 and 30 years
- 16.17% of members have transacted twice or more
- 50.17% of members participated in the Bene-BFFs challenge
- 30k rewards were claimed in total, with the Welcome Reward constituting 53.98% of the total claimed rewards.
In addition, Benefit Loves, powered by Antavo, won the “Mobile Innovation of the Year” category at the 2024 Retail Systems Awards.
Benefit was built on the belief that beauty should be fun and make everybody feel good, creating a beauty community for all. This is why we wanted a platform provider like Antavo that was flexible and enabled plenty of exclusive and engaging features for everyone. With their help, every interaction for our program members invites them to have fun and inject bursts of joy.
Get Ready To Offer a Personalised Experience, Like Never Before
Benefit Cosmetics is an excellent example of an app-driven loyalty program that appreciates its audience in more than one way. Benefit Loves members are treated to many great experiences.
Interested in launching your very own award-winning loyalty program? Make sure to get in touch with Antavo’s experts, either by booking a demo to see our platform’s capabilities or by sending us an RFP.
If you haven’t already, make sure to download the Benefit Cosmetics loyalty program for more details about this amazing success story.
Zsuzsanna is a Loyalty Specialist with years of experience in digital marketing and e-commerce. Zsuzsanna is known for having an analytic approach and high-level communication skills, helping her deliver engaging content. In her free time, she enjoys watching Formula 1 and listening to endless Taylor Swift playlists.
